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Building an Integrated Digital Content Strategy

Strategic and focused communication is essential and requires an organized, targeted plan. This course teaches you how to develop a content strategy to effectively connect your business and stakeholder goals with your audiences’ needs, wants and expectations.

This course provides you with a comprehensive overview and the tools to create a content strategy that works for you and your organization.

Key deliverables

You learn how to guide the creation, delivery and governance of useful, usable content. Each participant has the opportunity to develop fundamental materials to help build out content strategy. These include:

  • Brand Promise Statement
  • Personality Traits
  • Persona
  • Core Content Strategy Statement
  • Content Audit


This course can be applied to the following certificates:
Digital Marketing Certificate
Managing Digital Content Certificate


Julie Travia

Julie Travia

Julie Travia is an experienced product content strategy lead with Northwestern Mutual. Julie cultivated her unique perspective over 20 years in the marketing, advertising, community service and health care industries. Her content strategy direction, creative development and consulting roles for ... read more

Who Should Attend

  • Marketing professionals
  • Communications professionals
  • Designers and writers responsible for managing and/or producing an organization’s digital content

Course Outline/Topics

  • Content strategy – what it is and why you need it
  • Audience/brand personas
  • Content inventory/audit – what it is and why it’s important
  • IA/sitemap/content document templates
  • Style guide
  • Business goals


Professionals in marketing, design, technology, business management and/or relevant field or two or more years of career experience in the same. Beginner to intermediate skills in Microsoft Excel. A solid understanding of marketing concepts.


This is a blended class with curriculum presented both online and in the classroom. The first day is face-to-face followed by the on-line portion of the class. Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional material and discounted parking.



"Julie Travia was extremely knowledgeable and I was able to take away a lot of really good content to better my professional career and the organization I work for. I emailed my supervisors with new projects and they were excited to see a return on the investment of paying for me to take the class."  —  Cassidy Davis, 2016

"I learned a great deal in a short time span. I can put this knowledge to use immediately which is a great benefit. I especially like the online portion, which I can fit into my work day. Thank you, Julie!"  —  Terri Blair, 2017

Date: Fri, 3/12 Noon-3pm CT
Wed, 3/17 Noon-1pm CT
Fri, 3/19 Noon-3pm CT
Wed, 3/24 Noon-1pm CT

Delivery Method: Live Online

Platform: Zoom

Instructor: Julie Travia


$899 by Feb 26, 2021
$924 after Feb 26, 2021

CEUs: 1.8

Enrollment Limit: 20

Program Number: 5026-12914

Registration Deadline: Mar 12, 2021

Register Now